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Why not just use 1st-party data?
First-party audiences are those which are proprietary to you and can be generated based on visits to, and actions on, your own website, for example. These are generally used for retargeting purposes or are suppression lists in prospecting campaigns, as you know these users are familiar with your site and have shown real interest. That said, not only do they work best when used as a bottom-funnel tactic, but they can also restrict your scale if used at the top of the funnel.

Someone who is identified as part of your 1st-party audience has performed a conversion action including making a purchase, attending an event, or staying at your hotel. You know their buying habits, you have their information to retarget them. If you were to only rely on 1st-party audiences, you would target the same group of visitors over and over again, and limit yourself to relying on these recurring customers or hoping for any organic traffic that may appear. It’s fine for a short while, but certainly not sustainable if you’re looking to expand your reach.